An aspirational campaign was designed for homeowners, encouraging them to swap aesthetic home improvements for environmental ones. Insight demonstrated that there was an appetite for this sort of investment, but confusion on where to start was a barrier. To address this The Greenest County website was updated with detailed information on products, suppliers and grants for insulation, solar panels, heating and energy saving tips. Stunning creative was designed for use across social media, within a partner toolkit and out of home at Suffolk Recycling Centres.
Spring came up with the Low Impact Living campaign title and as a lead graphical device we shaped the centre of the ‘O’ in ‘Low’ to look like an inverted house, which also resembled a downward arrow as a link to reducing the impact on the environment. The bold, modern lettering on pale background made the text stand out, and we used aspirational photography to draw attention and promote the benefits of low impact living.
We identified key markets so our paid campaign on social media tightly targeted the people we needed to reach with the messaging, and we further optimised this throughout the campaign. As part of stakeholder outreach we produced a toolkit containing newsletter copy, organic social posts and a link to the bespoke landing page we had created for the campaign, which could be used to further the message.